WINDSOR, Ont. — If you were among the many Canadians who trekked across the border to Michigan International Speedway to take in the weekend NASCAR races, chances are you didn’t have to go far to come across another hoser.

Since Curtis, 43, took over four years ago, he’s taken a very hands-on approach to marketing the product at MIS, leaving no stone unturned in search of methods to make the racing experience more enjoyable for spectators.

On race day, you’ll find Curtis among the grandstand crowd. Or you might come across him mixing with weekend campers in the infield.

Let’s just say he’s visible.

Curtis offers an open online forum at the track’s website, where he exchanges e-mails with customers.

They’ve made moves to involve fans in many activities, from post-race celebrations in Victory Lane, to a May promotional session in which random fans were invited to participate in go-kart races against Sprint Cup driver Kyle Busch.

Some of those invited were from Ontario, because MIS has done its homework and recognizes that we’re important.

In 2008, while overall Sprint Cup attendance grew by just one-quarter of a per cent, Canadian attendance at MIS grew by nine per cent, even though the track did little to directly promote itself in Ontario.

“In the previous two years, it had gone from 2-3 per cent range (growth) to nearly 10 per cent,” Curtis said. “It had that organic growth without us doing anything, and we thought, ‘It’s really time we started doing some advertising over there.’ ”

They made a major promotional push in Ontario, setting up ticket-selling booths at many trade shows, and MIS really did its research when it came to wooing Canadians.

“Here’s a factoid I discovered by spending more time with the Canadians,” Curtis said. “One of the big reasons they come here — and they come early, like Monday or Tuesday — is so they can shop at Kohl’s (Department Stores).

“There are no Kohl’s in Canada. They are very cheap and if you have kids, they go back to school and no one else has clothes like you do.

“So you’re super cool.”

MIS realizes that Canadians are super cool, and that’s why like any good racer, they’ll keep pursuing us.

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